I. In-Residence Sessions

Slides

Day 1: Customer-Based Strategy

Day 1

Day 2: Customers as Assets

Day 2

Day 3:  Customer Metrics

Day 3

Day 4: Customer Loyalty

Day 4

II. Distance Sessions

1: Customer Economics

2: Customer Lifetime Value Analysis

3: RFM Analysis

4: Evaluating Models: Lifts and Gains

5: Marketing Analytics

6: Predictive Models: Logistic Regression

7: Customer Relationship Strategy in Practice: Industry Applications

8: Predictive Models: Data Mining & Decision Trees

9: Final Thoughts: Do's and Don'ts!

10: Final Exam